매거진 B (Magazine B) Vol.23 : 아우디 (AUDI)

■ About this Brand.
Audi was founded in 1932 as a union of several small automobile companies. Since that time, Audi has pursued constant innovation through technology acquired in numerous M&As. We take a look at how a quality-focused mass-market automaker evolved into an industry-leading premium brand.

■ Reader Manual.


02 Intro
The goal of Audi's founder was to make an automobile that "runs well." Let's imagine the loud roar of the engine as we go back to those days.

32 Line Up
Audis are classified into three groups according to shape and function, and these differences are reflected in the model names. Here are a few of Audi's more than 40 models that are noticeable in sales, price, and other qualities.

36 Inner Space
Here are the design elements and core technologies behind Audi's competitiveness.

48 VS
Audi, BMW, and Mercedes-Benz are all premium German automobiles, but they all have very different characters. In this section, we compare their differing designs, sensibilities, and performance.

54 German Cars
We met with four people who drive cars from different German brands. Even though they work for the same design company in Munich, they all had their own reasons for choosing their car.

58 My Audi
Audi users don't play favorites, and all segments of the company's lineup enjoy nearly equal popularity with consumers. We met the owners of four different Audis and asked them what they thought about their current model and how it differed from their previous car.

66 Features
We asked some Audi drivers about the details they most appreciate in their cars.

72 New Premium
Audi's unique sensibility has birthed a new premium value sensibility that sets Audi apart from other premium car brands. The meaning of this "new premium" becomes evident when we look into the lifestyles of Audi drivers.
Thoughts / Places / People / Brands

97 B's Cut
If we examine Audi's history, we can see that the automaker's image of understated luxury is the result of a focus on technology.

112 Brand Story
Audi was founded in 1932 as a union of several small automobile companies. Since that time, Audi has pursued constant innovation through technology acquired in numerous M&As. We take a look at how a quality-focused mass-market automaker evolved into an industry-leading premium brand.
Communication / New Standard / Audi People / Interviews

138 Outro
Views from inside an Audi. Let's listen to the sound of its quiet movements.

■ About 'Magazine [B]'
B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. Between its covers, B not only shares untold stories behind a brand in coverage but also its sentiment and culture that any readers interested in brand marketing and management can leaf through the pages with ease.

■ About the Publisher
JOH & Company is a creative group of experts in areas including architecture, branding, product design and media. JOH & Company looks for opportunities to expand its business criteria by approaching its business with well-balanced idea for branding. B seeks to build bridges of understanding between JOH & Company and market around the globe.


■ Images of Issue